On the back of the OMA’s most recent data release, made live in mid-October, outdoor company APN Outdoor has reasserted the strong reach of its transit format.
Essentially this refreshed data release indicates a 9.7 per cent increase in the transit format when compared to last year’s MOVE data. The increase was partly due to the overall growth seen across outdoor audiences, but predominantly due to improvements in the way that transit is measured.
Janine Wood, general manager – marketing, APN Outdoor commented on the growth: “This year’s MOVE data refresh, has boosted our confidence in transit with the format doing so well. We have always known that the transit measurement methodology could be improved and as a result of the 2015 data refresh, MOVE now provides a truer representation of the visibility and impact transit formats have on consumers, and better indicates what a powerful format transit is.”
The transit measurement methodology now accounts for;
- additional consideration of pedestrian audiences whilst vehicles pass through busy intersections
- the visibility of vehicles that are ‘Not in Service’ but still out and about
- the visibility of external transit formats among passengers alighting a vehicle (to be in line with the methodology for external rail formats)
- The varying speeds of buses, trams and cars, and the resulting increase in the opportunities to see external transit formats among those travelling in cars.
APN Outdoor have a 95 per cent coverage of all national metro areas. The outdoor leaders continually invest in research to prove the power of outdoor and specifically the transit medium.
In APN Outdoor’s 2014’s flagship study, The Attention Economy; undertaken with research partners Millward Brown, Transit was revealed as the most recalled outdoor media format with 54 per cent of respondents recalling seeing ads on transit in the past seven days. Earlier this year the outdoor leaders revealed an additional study, tethered to the Attention Economy, called #myrealworld, which furthered the investigation into transit media delving into the role and influence of transit in the everyday lives of ordinary Australians.
Each of these studies has contributed to further proving transit media as unobtrusive, non-disruptive and even a welcomed distraction, and it is for these reasons that the ad avoidance of this format is particularly low in comparison to other forms of advertising.
